Refashioning an Italian icon
Established in Italy, Napolina launched in the UK in 1965. Over fifty years later, it now has one of the most comprehensive ranges on shelf with 140+ products spanning categories such as tinned tomatoes, pasta and olive oil.
But, with increasing competition from own-label, Napolina wanted to shift its positioning from an ingredients brand to one that inspires consumers to create authentic Italian meals.
It was our role to elevate the brand across packaging and communications, showing why it was worth paying more for, while at the same time, ensuring that it was instantly recognisable for shoppers on autopilot.
With a new proposition of ‘for the love of Italian food’, we focused on what love could mean for Napolina. Food is at the heart and soul of Italian culture – a handful of the finest ingredients, effortlessly put together with love and flare. And the love of quality ingredients to create uncomplicated meals instantly elevates Napolina above own-label.
This idea of effortless Italian style served up inspiration for the creative direction with its stripped back, elegant and consistent architecture.
We focused on giving Napolina strong design codes that would build brand equity and reinforce its positioning. We evolved the brand identity – still leading with its heroic black base but with small developments to the mark to aid legibility.
On pack there is stylish, proud and confident photography, which heroes the quality of the ingredients. And brand guidelines effortlessly demonstrate how to live and love the brand.
From the theatrical way in which the ingredients are showcased, to how the brand talks, we have shown the love and passion that goes into the whole Napolina range, and consumers are responding. In 2019, Napolina was the number 1 cooking brand and in the top ten fastest growing food brands in the UK, having achieved a record share in tomatoes and pasta. Household penetration, brand awareness, consideration and preference were all up too – fantastico!
Responsible for 93% of all branded growth in tomatoes
+2m additional consumers in 2019
Added £22m to the category YOY
Brandon has created a look for our range that truly reflects the love, care and passion from which Napolina is born. We now have a consistent design architecture and brand codes that communicate the quality of our products and give us the opportunity to expand the range.
Commercial Director, Napolina